Information
Welcome to the Picture Organic Clothing Concept Store.
Hailing from Annecy, France, Picture is an outdoor brand that seamlessly blends stylish design with deep environmental responsibility. From technical snowwear to vibrant swimwear, we offer a wide range of items designed for a sustainable lifestyle.
At lazy monday, we are passionately committed to expanding the presence and community of the Picture brand within Japan.
Sustainability
PFC FREE
The Move Toward a PFC-Free Future
PFCs (Perfluorinated Compounds) were once widely used as water repellents in outdoor products. However, often called "Forever Chemicals," they have a severe impact on both the environment and human health. These chemicals cause widespread pollution, contaminating ecosystems and drinking water, and act as potent greenhouse gases that accelerate climate change.
In response to these critical issues, the outdoor industry is rapidly moving toward the total elimination of PFCs. Since 2013, Picture Organic Clothing has led the way by transitioning to PFC-free materials. Today, the brand utilizes Teflon EcoElite™, a highly durable and 100% renewably sourced PFC-free water repellent.
Furthermore, governments worldwide are strengthening regulations and implementing new legal frameworks to phase out these substances. These global efforts demonstrate a unified commitment—between brands, retailers, and governments—to actively eliminate PFCs for a safer, cleaner planet.
What's Eicoprene?
Innovation in Wetsuits: Eicoprene Technology
Picture wetsuits are crafted using the latest Eicoprene technology—a non-petroleum-based synthetic foam derived from a sustainable blend of oyster shell powder, limestone, and recycled tires.
The brand also prioritizes environmental health in every detail. The lining, made from recycled polyester, is laminated using solvent-free, water-based glue. This ensures that no harmful chemicals are released during the production process, protecting both the wearer and the ocean.